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Real women do not wear bras -- at least not in U.S. network-television commercials, where the undergarments float in the air or decorate see-through torsos. But that will change on May 4, when Playtex, based in Stamford, Conn., will be allowed to air TV spots on all three major networks that use live models to extol the virtues of Cross Your Heart bras.

The first two ads are unlikely to cause much fuss. As two women run for a train and another heads for a fancy dinner, the camera reveals each in her bra for a few seconds. Even so, NBC will only run the spots when children are in school. What next? Advertisers of men's underwear are already seeking the right to follow suit.